Latin Beat: L´Oréal Kids Helping Nature

By: Cristina Kroll

Posted: September 5, 2008, from the August 2006 issue of GCI Magazine.

On June 3, L’Oréal Argentina, through its brand L’Oréal Kids, organized an event for beauty journalists and their children to share a day outdoors among animals. L´Oréal Argentina provides support to Temaikén, a theme park that supports, the upkeep and research of butterflies. In some regions of Argentina, butterflies are in danger of extinction. L’Oréal and Temaikén offer a joint promotion in which L’Oréal contributes a percentage of sales from L’Oréal Kids products toward the preservation of indigenous butterflies. Every L’Oréal Kids product also contains a free ticket to visit the park.

Natura Focused on Humor

Brazilian company Natura called the press for a June event at Ayacuho Restó and Lounge Bar. Two new fragrances with exclusive essential oils were launched at the lighthearted event. “These products were launched in Brazil two month ago, and in June were introduced in Mexico, Chile, Peru, Bolivia and Argentina,” said Viviana Kanô, perfumes category manager of Natura headquarters. Kanô also announced the ambitious plan to launch the products in France later this year.

The packaging for Natura Humor is innovative in its use of humorous cartoons that illustrate the importance of the humor in the day-to-day relationships between women and men. Kanô explained that the cartoons for the Brazilian packaging was created by a Brazilian artist; the objective is to contract local artists to design humorous designs adapted to every market.

Beauty Conscious Men

Biotherm Homme launched its cream Anti-Rides Line Peel at The-Break Restaurante in Puerto Madero, Buenos Aires. The launch is supported by a report on masculine cosmetics. The case study demonstrated that 91% of Argentine men report taking care of their appearance, up 4% from the same period last year. The report also showed that men spend an average of approximately $46 a month on personal care products.

Dermaglós Expands

Argentine Andrómaco laboratory added a new category to its portfolio—facial cleansers are now under the Dermaglós umbrella. This brand has been in the market for 30 years, and its core business has been its therapeutic line—used mainly during post-birth. Now, the brand is adding two new products: active cleaning milk and decongestant moisturizing tonic. Natalia Mirabile, Andrómaco brand manager, told GCI that “our brand intends to offer simple products with reachable benefits to the consumers.”